i'll give you a few points for creating something that looks different (i'm not sure i like the art direction, but it's interesting at least). but i don't really get the concept. what are these ads trying to say?

Sometime the whole goal of the work can just be to make someone/business/cause interesting and approachable. This does that. Radness. Keep going.

So, I really don't think the work is that deep with meaning - and doesn't have to be. I think this is basiclly a statement that this organization believes in the potential of steel, that steel is still a very relevant industrial material and that there is (some kind of) special quality to their steel products becuase of this higher belief.

It's an argumnet that's hard to get across in America, the whole "Our ideas make us better as a company" thing. (It could also stand for the way in which they do business, etc.) There could be an environmental slant, as someone noted. But it think that's a byprocuct of imparting some sort of organic unindustrial bent on this brand image. Bottom line I really feel that spelling it out would really help. It doesn't have to be some fuck'n snappy tage line, but rather a guide to what the viewer should take away from this nice emotional expereince.

I really like reading the comments too. But if you have to read them to understand an advert, then the advert isn't working - at least not working very well...
That aside, I think these work on a branding level. Which doesn't mean that I can imagine that a steel mill needs to be branded. That is, more than by country of origin.

I like the imagery and I don't mind the line "Steel, as we see it". It is really a challenge - what do you see? What can you make? Of the three posted here - I think this one and the dolphin one are the strongest though. Having sat through some fairly uninspiring steel advertising I think this work has at least made a few of us think about the product.